Introduction. The 21st century, rightly called the era of global digital capture of mankind on a global scale, is characterized by significant transformations in the field of communication. The problem of communicative transformations inevitably causes the formation of a fundamentally different reality, representing the fundamental nature of the digital society, the widest scope of which is projected both on an individual and on the whole society. The leading role in the everyday life of the information technology society is occupied by the multifaceted implementation of the communicative relations “individual – collective”, suggesting the intention of the subject in polar terms “own or alien”. A special meaning in the deployment of a new type of communication is seen in the movement from understanding a separate subject (as part) of a new objective world to understanding the world as a whole. The purpose of the article is to comprehend communication and its priority aspects from a philosophical angle of interpretation of the complex realities of modernity, which change the idea of the world and the place of a person in it.
Materials and Methods. The theoretical and methodological basis of the study is the sociocultural approach, the implementation of which, in combination with the dialectical method, contributes to the objective substantiation of the key meanings of communicative transformations. An important position of the methodological basis of the study is the theory of “multiple modernity”
(Sh. Eisenstadt, V. G. Fedotova), which has a variety of ways to express today’s civilization.
Results. The tendencies of media implementations of the newest time are revealed and interpreted, which, although they encourage a person to understand the world around him as a combination of the real and the unreal at every single moment of the historical turn, but still not fully understood. Modern realities do not just accelerate the transformation of the communicative space flowing from the visible world to the invisible world, from the real to the virtual, but to a large extent assign the important task of interaction between them to the subject of ongoing metamorphoses – the collective subject of Generation Z. It has been established that the communicative transformations of sociocultural practices are distinguished by the refraction of values, the variability of which generates a plurality of ways to enter the progressive model of the development of society.
Discussion and Conclusions. The super-density of today’s communicative streams has transformed habitual communication into a hybrid form, mixing languages of various kinds, where visual images of physical reality are difficult to separate from virtual images. The embeddedness of digitalization in all spheres of human life gave rise not only to another round of the information mode of the existence of the world, but also immediately revealed the inconsistency of the new communicative activity. First of all, we are talking about the opposition of the traditional and the new, which gives the opposition “visible – invisible” a bright axiological sound, stimulates a rethinking of the boundaries between the subject, machine and society. The conclusion is made about the split between digital culture and the subjects of its reproduction, which can lead to the destruction of society.
